#Google AdSense

Google AdSense Authorized Buyers Explained: A Complete Guide to the New Ad Network Control System

Google AdSense Authorized Buyers blocking controls

Google AdSense constantly evolves to give publishers more control and transparency over their ad inventory. One of the latest updates — coming November 6, 2025 — introduces a new feature called Authorized Buyers, which will officially replace the Ad Networks Blocking Control.

If you’re a website owner or blogger monetizing AdSense content, this update is crucial to understand. In this article, we’ll explain what Authorized Buyers are, what changes to expect, and how to manage your ad settings effectively.

What Are Authorized Buyers in Google AdSense?

Authorized Buyers are trusted advertising entities that are approved by Google to bid on your ad inventory in real time.

Unlike the old Ad Networks system, this new approach focuses on transparency, control, and safety. Publishers can now see which buyers (and their parent companies) are bidding for their ad space and can allow or block them directly from their AdSense dashboard.

This system is designed to give you more visibility and granular control over who can advertise on your website — improving both brand safety and monetization.

What’s Changing with This Update?

Starting November 6, 2025, Google will officially remove the Ad Networks Blocking Control under the “Brand Safety” tab and introduce a brand-new Authorized Buyers page.

Here’s a quick breakdown of what’s changing:

1. Ad Networks Blocking Control Removed

The traditional “Ad Networks” section under Brand Safety will be replaced. You’ll no longer manage ad networks from that area.

2. New “Authorized Buyers” Section Added

A dedicated section will be added under:

Brand Safety → Content → Blocking Controls → Authorized Buyers

This new page allows you to block or allow certain authorized buyers from bidding on your site’s ad inventory.

3. Removal of Some Old Features

  • Inactive ad networks, test networks, and Display & Video 360 (DV360) networks won’t appear in the new list.
  • The “Automatically allow new Google-certified ad networks” control will be removed.
  • All new authorized buyers will be allowed by default moving forward.

4. Existing Settings Will Remain Unchanged

If you’ve already blocked specific ad networks, don’t worry — those preferences will carry over automatically. No action is required on your part.

Why Google Introduced Authorized Buyers

Google aims to simplify and strengthen brand safety controls. The Authorized Buyers update helps achieve several goals:

  • Transparency: You can now view the parent-child relationships between buyers, giving you a clearer picture of who’s behind the ads on your site.
  • Efficiency: Managing ad buyers is now faster and more direct, saving you time.
  • Automation: New buyers are automatically allowed, reducing manual setup.
  • Better Safety: Since all authorized buyers are Google-verified, the risk of showing low-quality or harmful ads is minimized.

How to Access the Authorized Buyers Page

Before and after the November launch, your dashboard experience will differ slightly.

Before the Launch (Until November 6, 2025)

You can only preview the Authorized Buyers page in view-only mode.

Steps to access:

  1. Sign in to your AdSense account
  2. Go to Brand Safety
  3. Click Content → Blocking Controls → Authorized Buyers

⚠️ Note: You won’t be able to make changes until the update goes live.

If you currently have the “Automatically allow new Google-certified ad networks” turned off, consider turning it on now to prepare for the new system.

After the Launch (Starting November 6, 2025)

Once the update rolls out, you’ll gain full control over the new Authorized Buyers page.

Steps to allow or block buyers:

  1. Sign in to your AdSense account
  2. Go to Brand Safety → Content → Blocking Controls → Authorized Buyers
  3. Browse the list of buyers
  4. Use the toggle switch to allow or block a buyer
  5. Use the search or filter function to find specific buyers easily

💡 Tip: You can still manage Google ad accounts (including DV360) under the Advertiser section in the Ad Review Center.

Key Differences: Ad Networks vs. Authorized Buyers

FeatureOld Ad NetworksNew Authorized Buyers
Control TypeNetwork-level blockingBuyer-level control
VisibilityLimited insightParent-child relationship visibility
Inactive/Test NetworksShownNot included
DV360 NetworksManaged hereManaged separately
Default SettingManual approvalAllowed by default
Management SectionAd Review CenterBrand Safety → Authorized Buyers

Do Publishers Need to Take Any Action?

For most publishers, no action is required.
Your existing blocked networks will remain blocked automatically when the new control launches.

However, Google recommends:

  • Reviewing your current Ad Network settings before November 6
  • Enabling “Automatically allow new Google-certified ad networks” (to align with future behavior)
  • Familiarize yourself with the new interface under Authorized Buyers

What This Means for AdSense Publishers

In short, this update is a positive step forward for AdSense users.
You’ll gain:

  • Simpler management of ad buyers
  • More transparency into who’s advertising on your site
  • Less manual work with automated default approvals

This is part of Google’s ongoing effort to make AdSense safer, smarter, and more efficient for publishers.

Transition Timeline & What You Should Do

PeriodWhat You Can DoWhat You Should Do
Now until Nov 6, 2025You can preview a view-only Authorized Buyers interface via Brand Safety → Content → Blocking Controls → Authorized BuyersIf you have “Automatically allow new Google-certified ad networks” turned off, consider turning it on—this aligns with default behavior in the new system
After Nov 6, 2025The Authorized Buyers page becomes fully functional. Use it to allow/block buyers and manage settings.Review your allowed/blocked list, use search and filters to manage many buyer entries, and monitor revenue impact

Potential Risks & Best Practices

  • Over-blocking risk: Blocking too many buyers may reduce competition in auctions and lead to lower revenue.
  • Delay in enforcement: Changes to buyer permissions may take time to fully propagate across the system.
  • Monitoring required: After launch, watch your metrics (e.g., RPM, fill rate) closely to detect any negative impact.
  • Use filters/search: As lists may grow, use filtering and search functions to manage buyer entries efficiently.

Final Thoughts

The Authorized Buyers update marks an important shift in how publishers control their ad inventory. While it may sound like a technical change, it ultimately gives you greater control and confidence in the ads appearing on your site.

Stay proactive — explore the new settings, review your current preferences, and get ready for the official rollout on November 6, 2025.

As Google continues to refine AdSense, the introduction of Authorized Buyers represents a major step toward smarter, more transparent ad management. For publishers, this update is more than just a control change — it’s an opportunity to build stronger trust with advertisers and ensure only high-quality, brand-safe ads appear on their sites. Staying informed about these updates will help you maximize your AdSense revenue potential while maintaining full control over your ad environment. The more you understand these changes today, the smoother your transition will be when the new system fully takes effect.

Want help crafting a monetization strategy around this update, or need help optimizing your ad settings post-launch? I’d be happy to assist.

Google AdSense Authorized Buyers Explained: A Complete Guide to the New Ad Network Control System

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